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December 20, 2012
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News for business-to-business marketing professionals  |

  Top Story 
  • Microsoft, Google are among top-level-domain lottery winners
    ICANN held a lottery this week to determine the order in which new top-level domains would go live. Amazon-, Microsoft- and Google-owned TLDs were all assigned "low numbers," meaning that some of the companies' domains will go live in the final quarter of 2013. Go Daddy, Cisco and American Express were among other brands that will get their own TLDs as the rollout continues through 2014. MediaPost Communications/Online Media Daily (12/19) LinkedInFacebookTwitterEmail this Story
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  Eye on Marketing 
  • Magic Software's rebranding yields impressive results
    Magic Software's rebranding to enter the mobile enterprise space included the dramatic step of renaming the products, according to this MarketingSherpa case study. Gathering an international cast of 14 managers, Magic executives re-evaluated the company's core values to determine positioning, and reached out to key partners and customers for feedback, then to a larger swath of internal and external stakeholders. The company changed the tone of B2B communications to a more informal voice, and, finally, revamped its logo and product names. The efforts yielded a 20% lift in Web traffic, 1,000% more Facebook fans and 10% more new visitors to the corporate blog, among other results. MarketingSherpa (12/19) LinkedInFacebookTwitterEmail this Story
  • Tools take the sting out of website redesigns: Revamping a website can be "clean, simple and stress-free" if designers rely on the many tools now available to them, write Jonathan Blum and Alex Dalenberg. Use tools such as Google Analytics or FiveSecondTest to figure out what needs changing, plan your overhaul with services such as MindMeister, and test your completed design with optimization kits such as Optimizely or Visual Website Optimizer. Entrepreneur online (12/19) LinkedInFacebookTwitterEmail this Story
  • Develop a social media listening station in 6 steps
    Business-to-business companies should develop a six-part social-listening plan before undertaking such efforts, writes Gerry Moran. Develop your goals by understanding the market pain points to address, and establish clear use-case templates that conform to those goals. Rely on a specialist to determine the key words to listen to. After determining the format of your listening report, ensure that the report aligns with the use cases to give it resonance as it's passed along. B2C Marketing Insider (12/19) LinkedInFacebookTwitterEmail this Story
  Tech Edge 
  • Salesforce boosts motivational coaching with new combo is integrating the customer relationship management functionality of its Sales Cloud, the human relations component of and its Chatter collaboration software into a single system to allow quick motivational and sales coaching. The new system debuts in 2013. BtoB Magazine (12/19) LinkedInFacebookTwitterEmail this Story
  • Other News
  • How to innovate like Daniel Libeskind
    Modern architect Daniel Libeskind has come up with some of the era's most creative designs -- and corporate innovators can harness the techniques he uses, writes Scott Bowden. Libeskind's ability to flip existing paradigms on their heads, blend substance and style, and spot big trends and apply them to his designs are all themes that innovators in any field can use, Bowden writes. (12/19) LinkedInFacebookTwitterEmail this Story
  • How companies can convince people to alter their behavior
    Individuals may understand the importance of adopting a more sustainable lifestyle, but actually getting them to change their behavior is quite a challenge, writes Marc Stoiber. "The argument for adopting eco-efficiency and innovation is often sound. But real people aren't motivated to action by rational arguments," said Jim Nelson of BC Hydro. Companies can overcome this challenge by finding the right way to present their messages to their audiences. FastCoExist (12/18) LinkedInFacebookTwitterEmail this Story
  Association News 
  • In 2013, content marketing will be King (and Queen)
    Several members of the national board of the BMA were recognized at BtoB's Best Awards, which took place last month in New York. Eduardo Conrado, senior VP and CMO of Motorola Solutions and BMA Chairman 2012-2013, and Kathy Button Bell, CMO of Emerson and incoming chairman of the BMA, got the nod as having the right stuff when it comes to B2B marketing. During the reception we asked a few senior marketing executives from Dupont, IBM and Cincom Systems about their budgeting priorities for 2013. Read more. LinkedInFacebookTwitterEmail this Story
  • BMA Minnesota -- Event -- Brighten up your brand, it’s a new year
    BMA's New TUNE IN Branding Series for B2B Marketers. This event will be held Jan. 22 at 7:30 to 9:30 a.m. at the Metropolitan Ballroom, 5418 Wayzata Blvd., Minneapolis, Minn. January is the month of new beginnings. It's time to step back, wipe the slate clean and give your brand some TLC. Whether you're feeling brandless or bad ass, the Minnesota Business Marketing Association will help you TUNE IN with the first in a series of events that study best practices in branding. The TUNE IN branding series will run January through March and is kicking off with a global speaker and author John Foley. Read more. LinkedInFacebookTwitterEmail this Story
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No man for any considerable period can wear one face to himself and another to the multitude, without finally getting bewildered as to which may be the true."
--Nathaniel Hawthorne,
American author

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